Sugarwise – What is it?

The Sugarwise Marque

Sugarwise is the international authority for sugar claims, with more than 300 products certified, that are shipping in over 65 countries across Europe, Australia, China, and the Middle East.

The Sugarwise marque is the trusted and recognised sign guaranteeing that the sugar claims made on packaging have been independently verified, and that the product is low in any of the sugars or sweeteners people need to limit, referencing World Health Organisation (WHO) guidelines.

As the only international certification body for sugar claims, Sugarwise assesses the following claims: sugar free, low sugar, no added sugar, reduced sugar, low calorie and calorie free.

Along with being able to carry a sugar claim, all certified products must be low in free sugars. This means they must have no more than 5g of free sugars in 100g if a food, and no more than 2.5g in 100ml of free sugars if a beverage.

Sugarwise certification is available across the 28 member states of the European Union, Switzerland, Russia, Turkey, the United States, Mexico, Canada, Australia, New Zealand and the UK.

As well as operating the certification, Sugarwise advocates, educates and campaigns to increase the availability, visibility and demand for options low in free sugars, and brings stakeholders and members together in its Sugar Summits held in the EU and UK Parliaments.

Consumers are becoming more and more interested in sugar and healthy eating throughout Europe and beyond.  The label enables manufacturers, retailers and food service to appeal to the growing number of sugar-conscious consumers, and communicate that your product is low in free sugars.

  • 53% of Europeans would be likely to consider switching from their current brand if a product bears a sugar reduced claim [1]
  • 70% of European consumers believe the front of pack claims influences their purchase behavior [2]
  • 24% of consumers would switch retailer to buy Sugarwise certified food or drink [3]


[1] Eurostat, Overweight and obesity – BMI statistics

[2] Ingredion, 2013, Consumer Research by MMR Research Worldwide

[3] Research Engine, 2016, Tracking the Sugarwise Marque: A Market Research Report for the Food and Drink Industry

The Nowt Poncy Food Company Ltd.